Custom algorithms may deliver more sustainable media plans | WARC | The Feed
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Custom algorithms may deliver more sustainable media plans
Digital advertising has a major part to play in the drive for carbon neutrality in marketing – and custom media-buying algorithms can help to ensure more sustainable campaigns.
Explaining the tech
Custom algorithms conduct tailored ad buys to achieve the specific objectives of a campaign. Advertisers can use their own definition of quality to create a metric (a quality CPM, or ‘qCPM’) that reflects their specific goals. It is also possible to deploy AI and machine learning to optimise against search trends and attention data.
Why it matters
Most programmatic media buying requires energy-intensive processes and data centres to connect...
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